I love Social Media, not necessarily Twitter, but it does have its place.
What Daniel and myself bring, is a focus on getting sales, social media is just another aid to getting the sale.
We are all trying to have people “KNOW, LIKE and TRUST” us, and social media really helps build this credibility. We need to “Meet The People”, social media aids this process.
Here is an article I have edited to help focus on the pints not the writing. I have added some of the comments on the post and mine too!! The full article is at this link.
Hiring a social media manager who sells: three ‘red flag’ phrases to watch out for:
One thing is certain: It’s easy to hire a social media manager who fails to create leads and sales.
The trouble is most social media managers don’t have
- the habits,
- point-of-view (POV) and
- skills needed.
- They don’t know the social selling success principles.
“Marketing and advertising are long-term, not instant”-Hmmm.
This is a clear hedge against creating leads and sales.
- Social media marketing isn’t a shortcut to instant sales.
- Online conversations are still but a tiny planet in the universe of all word-of-mouth.
- We haven’t had time to understand the £ value of long term social media effect yet.
- The drumbeat on “not hard selling” on social media, is loud and clear and NOT NEW.
- Effective sales people have always known what social media “experts” seem so excited to have just now figured out,
- marketers can’t pull the trigger on making a call-to-action because they’re not THINKING like an EXPERIENCED sales person.
- A good social manager knows when to create an opening for the companies call to action.
There seems to be an opportunity to sell vouchers through Facebook for example, which would be an instant way of judging how many of your Facebook fans walk through the door of your business. Consider the bucket of beer on ice, you might soon see how many of the fans actually drink in your Bar. (Robert)
“Social media marketing is mostly (only) about building brand equity”
Again, a hedge. This belief presumes getting and maintaining brand equity is not about selling. If your business (and its brand) is not fundamentally all about selling then what it is about… charity?
- I know, I know. Social media is not a place to be selling our wares.
- It’s a special place reserved for being kind, gentle, human, helpful, transparent, authentic.
- But what’s so wrong or objectionable about being all of those things using a system that helps customers navigate themselves toward–or away from–what we sell?
- I suspect this Point Of View comes from customers “don’t want to be sold to”. But here’s the problem with this perspective on the world.
- It confuses what customers are often times wanting (from us) with their not wanting to be “pitched” on our products.
- After you’ve engaged and given away some great advice (or a free sample of what you’re selling) you will have created hunger inside your prospect. Not hunger for what you sell but hunger for more knowledge, more answers, more free “tastes of success.”
If you’ve done your job right as a content marketer, now IS when a call-to-action is needed.
- Certainly not a sales pitch.
- Instead, we need to show them a way to get more answers, more knowledge.
- We need to show them a clear path to take action–satisfy that urge our engagement just created in a way that gets them what they want (for free) and gives us a lead to work with.
We don’t want to offend customers by pitching them too fast, too early. But we can’t let that confuse us to avoid satisfying our customers hunger for what we can give them, for free!
Having lots of content across platforms, but minimal engagement, a dash for followers and fans, rather than a real desire to engage and build the brand, is not the way.
There needs to be a balance between connecting/engaging and pushing people through the sales cycle.
“People are not on social media to be sold”
This one is tricky. It sounds totally rational but it’s simply not true.
Yet for the sake of argument, let’s say it IS true. People don’t go to social media to be sold. But do they ever turn to social media to solve problems? Or perhaps discover short-cuts to doing something really important to them?
Do people ever turn to blogs or Facebook to discover new ways to achieve goals?
Sure they do. As people do these things do they sometimes run into businesses that can help them. Are any of these folks meeting up with businesses…and then getting courted by those businesses (via social media)?
Of course there are. Some customers even convert to customers–they purchase! So many of us selling on social media every day. Social media sales success stories abound!
Consider the millions of people each day that:
- query Google about a problem they need solved or a goal they want to reach;
- end up at a blog;
- sign up for an Ebook or educational video series;
- end up buying from the blog owner a few months later.
Saying that people are not on social media to be sold is to miss the point entirely: People use social media in ways (e.g. problem-solving) that sometimes direct them toward things to buy.
But, but, but…
“Social media is about humanizing your business, building relationships, and creating a conversation around your brand with loyal brand advocates.”
“Social media serves as a platform where current relationships with customers can be nurtured and new relationships can be formed.”
Yet what’s the point of building relationships, creating conversation, nurturing relationships if ultimately it cannot sustain the business we run? Again, charity?
How do you make someone loyal to your brand without, first, selling them something?
“I don’t want to be an expense item…”
Todd Giannattasio of Tresnic Media:”I tell clients all the time, ‘I don’t want to be just another expense item on your budget.'”
That’s the kind of social media manager I want working for me. What do you think?
Econsultancy’s Facebook Pages for Business Best Practice Guide has been produced specifically with the aim of helping organizations and brands design and implement their Facebook pages for maximum effect, no matter what the objective.
Robert Moloney and Daniel Duffy, are experienced sales people! Contact us now to discuss these three questions,
- where you are now?
- where you want to get to?
- what is stopping you?